Advertising online?

Adlab has posted this comScore press release on banner clicks. One of the most important observation is that
a very small group of consumers who are not representative of the total U.S. online population is accountable for the vast majority of display ad click-through behavior.

What does this mean for online advertising industry?
For brands: Advertising online might be a good idea but its still far from generating the revenues.

I am using a study conducted in US to base my opinion on. This study might not be relevant in India.

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